Issue Communications

Uniting Girls to Change the World

With the United Nations Foundation's Girl Up


01 / Background

In the U.S., adolescent girls are more connected, socially aware, and engaged than ever before. But the 600 million girls who live in the developing world aren’t so lucky—many struggle for the opportunity to receive an education, lack access to basic health services, and often fear for their own safety. The United Nations Foundation tapped GMMB to help change that.

2009 - 2010
Creative Content / Movement Building / Public Relations / Brand Strategy

02 / Strategy

In recognition of the power of girls to change the world, GMMB partnered with the United Nations Foundation to develop, brand, and launch a campaign to engage American girls to raise funds for proven programs that help girls in developing countries. While these girls lead very different lives, they share a common hope for a better future. Together, they are part of the largest youth generation ever, and together, they will decide the course of history. The campaign was designed “for girls, by girls.”


03 / Work

To learn more about American girls and how to inspire them to take action, we coordinated in-depth research through online surveys and focus groups with teen girls and their parents. Informed by this research, GMMB arrived at the campaign name, “Girl Up,” and tagline, “Uniting Girls to Change the World,” and built an entire girl-centric campaign, complete with a strategic plan, messages, materials, and suggested actions that girls could take to be part of the movement. In addition, for the campaign launch, GMMB provided full media relations support and media training to campaign staff.


04 / Results

Since launching in 2010, Girl Up has grown from a campaign to a grassroots phenomenon. Girl Up has successfully engaged supporters—including teen celebrities—all across the country. Today, more than 450,000 girls have joined the movement, and Girl Up raised over $5.6 million dollars for United Nations’ programs to provide girls in developing countries with the tools they need to go to school, be healthy, stay safe, become a leader, and be counted.